Fictional Charactersthat Represent Your IDEAL Customers
Who Is Your Current Persona?1 Survey your current list2 Talk to your box office volunteers3 Interview a few active members4 Look at whatever data you have
Questions To Answer1 What is their day job?2 What does a day in their life look like?3 What problems do they face?4 Where do they go for information? What are their common objections to5 buying from you?
Questions To Answer1 Male or female?2 Age? Education?3 Income level?4 What restaurants do they enjoy?5 What TV shows do they watch?
Persona Profile ChecklistPersona Detail Questions to AskRole What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?Company What industry or industries does your company work? What is the size of your company (revenue, employees)?Goals What are you responsible for? What does it mean to be successful in your role?Challenges What are your biggest challenges?Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?Personal Background Age, Family (married, children), EducationShopping How do you prefer to interact with vendors? (email, phone, inPreferences person) Do you use the internet to research vendors or products? If yes, how do you search for information?
1. Start With Reality Marie spent 20 years working as a teacher and now volunteers at the local library. She uses a computer but doesn’t really get into Facebook – mostly she checks out websites and reads email. She likes to go exploring on the trails at the National Seashore and Audubon preserves, and when her grandchildren visit her she prefers to get active and outdoors with them. John is a high school sophomore who wants to pursue acting and film in college. He’s also involved in sports (track, soccer) and is a high academic achiever. He volunteers for a number of different organizations, but what he really wants is an internship that will give him solid work experience in theater.
2. Make It Fictional Marketing Mary VP, Director, or Manager of Marketing Small or Mid-Sized Company
Retiree Renee Retiree Renee 67, lives in Harwich 2 kids, 5 grandkids Active, educated, professional
Student Sam Student Sam Nauset Sophomore 15 years old Active in drama club and band
Grandpa Gary Grandpa Gary Assisted living in Chatham Fixed income Likes cultural outings with friends
Bad Goals. > I want more traffic to my website. > My boss wants us to get more online ticket sales. > I want more butts in seats, maybe 2x what I have now. Good Goals. > I want to increase total website visits 50% in the next 6 months so that I can sell more program advertising. > I want more student membership revenue. I want an average of 10 more per month over the next threemonths. > To hit my 2013 revenue goals, I know I need to bring inan average of 50 more full-price tickets each week than I
Good Goals.• I want to change [X metric]• among [Y persona]• by [Z quantifiable amount]• in order to [further some larger strategic goal]• and• my deadline for achieving this is [date].
Good Goal #1.• I want to increase memberships• among Student Sam• by 50%• in order to double overall member numbers this year• and• my deadline for achieving this is November 1.
Good Goal #2.• I want to increase annual fund donations• among Retiree Renee• by 20%• in order to match operating expenses this year• and• my deadline for achieving this is December 31.
Good Goal #3.• I want to increase senior summer ticket sales• among Grandpa Gary• by 40%• in order to help us exceed our annual revenue goals• and• my deadline for achieving this is Labor Day.